THE HYUNDAI SUV RANGE.
THE RANGE TO EXPLORE.
A message from your Hyundai Dealer Marketing Manager… Get SUV Ready this May In 2017 Hyundai UK and the Dealer Marketing Service created its first national and Dealer promoted sales event in the form of ‘GET SUV READY’. This was well received nationally and helped us to bolster enquiry levels and sales during an industry wide downturn. A downturn that we are still experiencing and need to address with hard hitting campaigns. In order to hit the ground running in Phase 2 we are happy to announce the launch of ‘Get SUV Ready May Event 2018’ Having opted in to this exciting event, we would like to say thank you for your support and are sure the event will help you to drive footfall for your Dealership in May. To make the event work as hard as possible your central fund allocation for P2 will be used to create this national and regional event. The event will focus on driving traffic to your dealerships through a combination of high impact National promotion and regionally targeted communication. This year the campaign will focus on 3 key models the Tucson, Santa Fe and All-New KONA with an incentive of £500 inc VAT towards purchase for any customer that test drives and then goes onto purchase within the month of May. This offer will be available to private customers only (not including Affinity) and can be used in combination with the Phase 2 tactical offers available on these models. All elements of the Get SUV ready campaign have been carefully designed to work together so that important traffic driving activity can be run on your behalf with the ability for you the dealer to take part and support the event at a local level. In combination with the HDMS and HES teams several packages have been developed to help you up weight and support promotion at a local level. Your contribution for this event will be set at a fixed £800 per dealership/satellite site with other packages available to up weight your regional activity highlighted within this and subsequent event documents. We hope you agree that running this event again in 2018 offers a great opportunity to speak to many new customers and also aid the retention of current customers. Should you have any questions do not hesitate to contact a member of the HDMS team. Good luck getting SUV ready this May. Kind regards Nick Page
How does the customer process work? 1.
Customer goes onto website.
2.
They navigate to bespoke landing page.
3.
Customer books test drive online.
4.
Customer receives email voucher with unique ID and your dealer details within.
5.
You will get notified by DMS that a test drive has been requested. Please follow normal email procedure should you not have access to DMS.
6.
Now’s your chance to organise a date with the customer.
7.
Customer visits your dealership, brings their voucher – completes test drive.
8.
Take a copy of their voucher and file away.
9.
Report the customer name / voucher ID to HMUK and invoice via online claims section.
10. Car is registered as PRV.
National Marketing Activity The Get SUV Ready May Sales Event will be supported by national media in May. We will be utilising several media channels to promote the event nationwide. These will be as follows:
Footfall Driving Mobile In App Advertising • Drive awareness and action at a very local level. • Location and behavioural targeting, expandable MPUs and mobile banners will be delivered in-app.
EXPANDABLE IN-APP FORMAT
EXPANDS
Traditional & Geo-Targeted Digital Radio • Will build reach and frequency in market over the event period. • On a variety of stations to get the widest reach nationwide. • Digital radio using ‘DAX’ and ‘Spotify’ to target in-market buyers within a 5km radius of each dealership.
National Marketing Activity The Get SUV Ready May Sales Event will be supported by national media in May. We will be utilising several media channels to strongly promote the event nationwide. These will be as follows:
Online Display Advertising • Mix of standard display and native formats delivered online using keyword and optimised targeting. • Customers within the right target audience will be delivered display adverts to direct them to the event landing page.
Local Media & Targeted Comms – ‘A manufacturer first… JUST FOR HYUNDAI’ Not only will the sales event be covered nationally, we have also taken careful consideration to make sure we are using the very best media to promote your dealerships on a local level.
AutoTrader In-search • Using platform to capture search intent that competitors are capitalising on bringing • Will push event to be at the forefront of any customer search in platform. • “A manufacturer first” – Dealer personalised Homepage Takeovers for your AOIs • Standard format dealer personalised banners • All driven to your own dealer SUV webpages
50 9M 55M
SEARCHES PER SECOND MONTHLY UINIQUE USERS MONTHLY CROSS PLATFORM VISITS
Local Media & Targeted Comms With GDPR coming into play, prospect data and reaching targeted audiences has never been more important. With the May Sales event, we handled this for you and will communicate to the right customers in your areas on your behalf…
Prospect Data • Will be sending sales comms to 500 conquest prospects for every dealership. • Over the course of April and May 4x email communications will be sent to prospect data. • 50% of these prospects will be re-targeted through a DM campaign over the event period. • HDMS able to track where prospects are clicking on the email. This intelligence allows us to cater the next email to their interactions; Using this tracking from the emails, depending on where prospects click, specific email artwork will be broadcasted to optimise further engagement.
500 4 50%
RECORDS PER DEALER
DEALER PERSONALISED EMAIL TO DATA RE-TARGETED WITH POSTED DIRECT MAIL
Your dealership‌ To really enhance the showroom space and make a big impact we have made even more effort this year to provide you with even more POS. Every Dealership will be auto-issued Get SUV Event POS that has been carefully considered to make impact within your showroom space. A selection of POS items will be sent to you prior to the event beginning in May. Your dealership will receive the following POS items before Friday 27th April -
x3
KONA Livery Tucson Livery Santa Fe Livery
Pairs of floor stickers to be placed under the car wheels
x3
KONA Banner Tucson Banner Santa Banner As per showroom illustration.
x2
Event flags with wheel brace for outdoor
x2
x1
Outdoor Banner without frame to be fixed outside with supplied bungees
Your ‘Get SUV Ready’ Event…
Image for illustrative purposes only.
To make the event a big success within your dealership, we would strongly advise using your POS and create your very own ‘Get SUV Ready’ zones (space permitting). Group your SUV’s together to provide the customer with an immersive experience. We would suggest using this opportunity to promote Hyundai accessories such as roof bars, roof boxes and interior accessories etc… Match these accessories up by sourcing lifestyle elements such as mountain bikes shown here to highlight the key attributes of each vehicle. Make use of the other POS items available through the Hyundai Dealer Marketing portal such as showroom window sticker, floor stickers and much more to really make an impression.
An activity overview… Get SUV Ready MAY Media Type
Size/Format
Reach
30 31
1
2
3
4
5
6
7
8
9 10
11
12 13 14
15 16
17 18 19 20
21 22 23 24 25 26 27 28 29 30
National Media - OUTREACH Traditional Radio
30 sec Event radio advert
National
Digital Radio
30 sec Event radio advert
National
30th April to 19th May 1st May to 20th May
National Media - TARGETED Mobile In App
In App digital banners
National
Digital Display
Standard format banners and MPUS
National
1st May to 31st May 1st May to 21st May
Local Media - TARGETED AutoTrader Dealer HPTO
Homepage Takeover
Dealer AOI
AutoTrader Banners
Standard format banners and MPUS
Dealer AOI
1st May to 27th May
PROSPECT TARGETING & RE-TARGETING Email Send 1 - Range
eDM
500 Prospects
Email Send 2
eDM
500 Prospects
Direct Mail Re-target
A5 Model Specific Postcard
50% retargeted Dependant on engagers
Email Send 3
eDM
500 Prospects
3rd broadcast TBC - dependant on initial eDM comms engagement - DMA to notify dealer
Email Send 4
eDM
500 Prospects
4th broadcast TBC - dependant on initial eDM comms engagement - DMA to notify dealer
LIVERY, BANNERS, FLAGS
Internal
POS delivered to all dealerships by 27th April - Your Get SUV Ready Event POS should be on show during entire event period
wc 7th May
DEALERSHIP ACTIVITY SHOWROOM POS
Dates advertised are subject to change. You will be notified by HDMS should this happen.
31
Value to you… Hyundai UK are supporting the Get SUV Ready May Sales Event both nationally and through dealer funding. A considerable amount of Hyundai UK marketing spend has gone into this event to make sure it is a success for both Hyundai and importantly you and your dealership. Your contribution has helped us to build a robust campaign to help drive footfall to your dealership online and through your showroom doors. The following breakdown shows the great value of this campaign to you…
£673k
HYUNDAI UK TOTAL CAMPAIGN VALUE
£127k DEALER NETWORK CONTRIBUTION £800 YOUR DEALER CONTRIBUTION √
CAMPAIGN WORTH PER DEALER
£2,044
Dealer £800
£1,244 HMUK
Upweight Your Local Activity with co funded packages… PROSPECT DATA Increase your opportunity to target more potential prospects in your dealership AOI’s. We can offer 2 data upweight options to take your auto issued prospect data up from 500 to 750 or even 1000 (dependant on area availability). Let us know by 27th April and we can add your data to the first campaign send out. As follows:
£275
EXTRA 250 PROSPECT RECORDS PER DEALER =
TOTAL 750 TARGETED PROSPECTS
£550
EXTRA 500 PROSPECT RECORDS PER DEALER =
TOTAL 1000 TARGETED PROSPECTS
Upweight Your Local Activity with co funded packages… Several packages are available through HDMS to buy and upweight your local marketing activity.
DIGITAL LOCAL PRESS Use this format to layer your campaign alongside national digital display and communicate to your audience locally. Combined with general relevant inventory and/or a programmatic buy, optimised premium formats will generate awareness, encourage test drive sign ups and deliver against each dealerships local news site targeting Santa Fe, Tucson and auto intenders audience.
£500
1XL AUDIENCE STANDOUT FORMATS OR SKINS 2 WEEK CAMPAIGN EST. 40,000 IMPRESSIONS EST. CTR 0.2%
£500
TM RUN OF NETWORK E-WRAPS 2 WEEK CAMPAIGN EST. 30,000 IMPRESSIONS EST. CTR 0.2%
Upweight Your Local Activity with co funded packages… DIGITAL SOCIAL – FACEBOOK-INSTAGRAM – FACEBOOK NETWORK It is up to you the dealer to help support this campaign through social media channels. Facebook is a great platform for you to engage with customers old and new and for them to identify who you truly are as a dealership. It is a ‘window’ to your business!! HDMS can offer social media activity to build on your already established Facebook campaigns and target the right markets for SUV. Generate awareness, encourage test drive sign ups and use Facebook to target KONA market within your AOI. A minimum of £500 across a 2 week period is recommend to maintain a sustained presence across Facebook, Instagram and Facebook Network.
CAROUSEL AD
IMAGE AD
Display up to 10 images and/or videos, headlines and links, or calls to action in a single ad unit Est. CTR range: 0.5% - 1%
Include clickable images, call-to-action buttons and text that take customers to any page you’d like them to visit Est. CTR range: 0.5% - 1%
SLIDESHOW AD Include three to seven still images and choose a length of 5 to 15 seconds. Slideshow uses video-like motion and no sound, giving advertisers a new way to tell brand stories Est. VTR range: 5%- 8%
£500 FACEBOOK 2 WEEK CAMPAIGN EST. 100,000 IMPRESSIONS EST. CTR 0.5% - 1%
Get SUV Ready – Event Enhancements TARGET A SPECIFIC CONSUMER TEST DRIVE WEEKEND IN MAY WITH A HYUNDAI PROFESSIONAL DRIVER Take advantage of one of our Hyundai Professional Drivers to help construct and deliver a unique test drive experience focusing on KONA, Tucson and Santa Fe over your chosen weekend in May. •
Tailored test drive activity which heavily focuses on the features and benefits of each SUV, designed specifically around the customer’s wants and needs
•
Enhance customer experience and help convert potential test drives and weekend appointments into sales
•
Target, promote and position the strength of the SUV offer with this conversion tool
•
Let the driver take care of the test drive while you work with the sales team to build the deal and arrange the finance proposition
•
Dedicated marketing support to help with database promotion, recruitment and pre-event communication
•
Co-funded by HMUK “The Hyundai Professional Driver was a fantastic addition to the team for the event. All but one customer bought the car after they had experienced a test drive with him. I would welcome and request a Hyundai Professional Driver to come back to the dealership anytime we have an event.” – BCC Hyundai
Available in May 2018. Limited availability applies, so please contact the HES team today to discuss your booking or for any further information. 0845 873 5924 info@hyundaieventsupport.com
£395
FOR 2 DAYS
Get SUV Ready – Event Enhancements PROMOTE YOUR DEALERSHIP AND THE ‘GET SUV READY’ EVENT OFFER IN YOUR TERRITORY
•
Promote the Hyundai SUV range at local offsite events with our ‘Get SUV Ready’ event kit
•
Increase footfall to your dealership during event period
•
Hyundai Brand Ambassador support to generate new sales leads & target conquest customers
•
Indoor & outdoor event support
•
Assistance with location selection
•
Event kit & Brand Ambassador support co-funded by HMUK
“We are very pleased with how the placement went. The Ambassadors were very professional and generated some great leads. We have sold two cars directly from the promotion and more I am sure will come from it over the next few weeks.” – Platts Hyundai
Available throughout May 2018. Limited availability applies, so please contact the HES team to discuss your booking or for any further information.
0845 873 5924 info@hyundaieventsupport.com
EXAMPLE COST TO DEALER
£325
HYUNDAI BRAND AMBASSADOR & EVENT KIT FOR 2 DAY WEEKEND EVENT
Event support material available to you… Get SUVMonday Ready Event media and online items areand nowonline available you on HDMS portal for you to to activate/order through HDMS or manage locally at From 16th April Get assets SUV Ready Event shop media assets shoptoitems willthe start to become available you on the HDMS portal for you to your own use. through HDMS or manage locally at you own use. activate/order You can start toto use this material toto begin toto build your sales event campaigns. You can start use this material begin build your sales event campaigns. The following assets will bebe available toto you toto support the Get SUV Event: The following assets will available you support the Get SUV Event: PRESS ADVERTS • Half Page SUV Range Event press advert • Half Page KONA Event press advert • Half page Tucson Event press advert • Half page Santa Fe Event press advert • • • •
Range SUV Event eDM KONA Event eDM Tucson Event eDM Santa Fe Event eDM
• • • •
Range SUV Event A5 Postcard KONA Event A5 Postcard Tucson Event A5 Postcard Santa Fe Event A5 Postcard
• • • •
Range SUV Event Digital Banner and MPU KONA Event Digital Banner and MPU Tucson Event Digital Banner and MPU Santa Fe Event Digital Banner and MPU
• • • •
Range SUV Event Twitter Post KONA Event Twitter Post Tucson Event Twitter Post Santa Fe Event Twitter Post
• • • •
COMMS RangeEMAIL SUV Event Facebook Post KONA Event Facebook Post Tucson Event Facebook Post Santa Fe Event Facebook Post
• KONA X Banner • Tucson X Banner • Santa Fe X Banner
• Dealer email signature banner • OOH Event 48 sheet poster • • • •
KONA Event Livery Kit Tucson Event Livery Kit Santa Fe Event Livery Kit Event floor stickers
• Event Showroom Window sticker • SUV car bonnet sticker • KONA Event Rear view mirror hanger • Tucson Event Rear view mirror hanger • Santa Fe Event Rear view mirror hanger • Sales Message Outdoor Flag • Sales Message Outdoor Banner
WIP – Copy to be reduced and images to be shown
DIRECT MAIL – A5 POSTCARD
DIGITAL BANNER & MPUs
SOCIAL BANNERS - TWITTER
SOCIAL BANNERS - FACEBOOK
OUTDOOR BANNER
FLAGS
SHOWROOM WINDOW STICKER X BANNERS BONNET STICKER
LIVERY
Should you have any questions about your event then please speak with your Dealer Marketing Advisor who will be able to explain to you the details and benefits of the Get SUV Ready May Sales Event. They will be on hand to answer any questions and help you to plan an effective marketing campaign to support the May Sales Event. Get SUV Ready this May…
Contact your Dealer Marketing Service Please contact the Hyundai Dealer Marketing team now on 0844 209 0180 Malvina Nicolaou – Areas 1, 2 and 3 malvina@hdms-uk.com Matt Rowley – Areas 4, 5 and 6 matthew@hdms-uk.com Lloyd Randall – Areas 7, 8 and 9 lloyd@hdms-uk.com Alex Robinson – Area 10 alexander@hdms-uk.com Joe Mckenna – Hyundai Event Support Joe.mckenna@hyundaieventsupport.com 0845 873 5924